Google Ads
Google Ads for personal injury firms — paid search held to cost per signed case
Personal injury is among the most expensive paid search in the country. Managing it on cost per lead means optimising toward the cheapest leads, which are rarely the best cases.
The problem this solves
You are spending heavily, the agency reports a cost per lead you cannot verify, and nobody has ever connected a click to a signed case — so the account is being optimised toward form fills.
What I actually do
- Account structure by case type and intent, not one campaign for everything
- Negative keyword discipline, because the wrong click is worse than no click
- Conversion tracking that fires when you think it fires
- Offline conversion import, so Google learns which clicks became cases
- Budget allocation reviewed against signed cases, not impressions
Campaign A looks twice as efficient and costs three times as much. Optimising to cost per lead buys more of A.
How it gets measured
Cost per signed case by campaign and case type, with the gclid carried from the click to the case record.
Measurement only reaches a signed case where I have access to your intake and case management system. Where I don’t, the chain stops at the qualified lead — and I will say so rather than estimate.
The rest of it
These are not separate products. A firm usually needs several, and which ones depend on what the diagnostic finds.
Not sure which of these your firm needs? That is what the diagnostic is for.